engleski

The role of museum shop in museum's marketing activities

Research interest for museum marketing, as one of the most dynamic fields of arts marketing, has grown significantly in recent years, due to numerous and substantive changes in the environment, stimulated by edutainment and new technologies. Simultaneously, in many countries museums have been gradually stopped depending on government funds and are looking for alternative ways of funding. Therefore, museum shop, as a form of special business activity, has become more important for museums market (financial) survival. The goal of this paper is to discuss the role of museum shop in creating and delivering museum visitor’s experience, and to research museum professionals’ opinions about museum shop as a part of an overall museum service. An exploratory research conducted in Croatian museums is presented. Research results provide interesting and important insights in the field of museum shop as one of the neglected areas of museum marketing. The paper closes with conclusions and recommendations for marketing scholars and professionals interested in the field of museum marketing.

museum marketing; museum funding; museum services; museum shop

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